This acquisition marks yet another step in Mynewsdesk’s extensive expansion plans with the goal of creating a new global category leader within real-time web and social listening for SMEs.

Mattias Malmström, CEO at Mynewsdesk, says, “This acquisition creates a new global category leader providing best-in-class software for PR, marketing and communications for SMEs. Mention is at the forefront when it comes to monitoring, AI and data-driven analytics with a first-class product and technology team.”

With over 3bn people communicating across digital and social channels globally – and by using AI and data-driven analytics based on the digital and social media landscape – Mention has focused on serving SMEs in need of monitoring. Since it was founded in 2012, the company has expanded rapidly and averages over 10,000 new users each month.

Matthieu Vaxelaire, CEO and Co-Founder at Mention, says, “Our strength, which has contributed to our success, is the fact we have identified a strong need among SMEs to monitor digital and social channels. The digital shift is increasing the demand to keep up-to-date and to be able to succeed with marketing, communications and business development. With us becoming part of Mynewsdesk, we can jointly offer even more innovative services across more markets.”

Vaxelaire will take on a new role within the combined company as chief operating officer, spearheading integration, innovation and growth.

The recent UK study, 'Humans still needed' by the Chartered Institute of Public Relations, examines the role new tech and specifically AI plays within the communications industry. It shows that 12% of a communications professional’s total skills can be complemented by AI today, a figure that is predicted to increase to 38% within the next five years. The same study also showcases Mention as one of the prominent companies using AI within monitoring and social listening, further highlighting the strength it brings to Mynewsdesk’s monitoring offering.

The owner of Mynewsdesk, the Norwegian business media group NHST, view the acquisition as an important part of Mynewsdesk’s expansion plans.

Andreas Emblem, NHST’s head of division and chairman of Mynewsdesk, says, “This acquisition strengthens the global position of Mynewsdesk and lays the foundation for further strong, innovation-led growth. It is the result of an extensive mapping of global investment opportunities and reflects NHST’s commitment to B2B SaaS as a strategic growth area for the group.”